This document summarizes a summer training project at MITCON consultancy & IESS-India. The project focused on developing marketing strategies to promote fitness training courses. Primary research was conducted to understand how people perceive fitness courses, important factors in selecting courses, and preferences in trainers. The marketing strategy aimed to effectively reach the target customer and communicate course details while utilizing minimal resources. There is an opportunity in the fitness industry in Pune, as professionals are health conscious but lack qualified personal trainers. Certifying trainers can meet this need.

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Executive summary
This is an attempt to know how the theories can be applied to practical situation. As a
student of PGDM, it is a part of study for everyone to undergo summer project at some good
institute or organization. So for this purpose, I got the opportunity of summer training at
MITCON consultancy & IESS-India(Institute of exercise & sports science-India).
In the first part of the project report, the general information of the company has been
collected. Information is gathered through the primary and secondary source as well.
In the second part of the report, contains the specialized subject study. Objective of the
project is to work on the various marketing strategies to promote the fitness training courses of
the company.
Goals indicate what a business unit wants to achieve; Strategy is a action plan for getting
the goals. Every business must design a strategy for achieving its goals, consisting of a
marketing strategy, and a compatible technology strategy and sourcing strategy.
Marketing strategy is a process that can allow an organization to concentrate its limited resources
on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A
marketing strategy should be centered on the key concept that customer satisfaction is the main
goal.
My focus was on how to reach the target customer and communicate them about the course and
its advantage. After deciding the way next step was to select the appropriate medium so as to
reach to the maximum possible target audience by utilizing minimum resources.
In last decades, rapid industrialization growth was observed in India. The growth was in many
sectors like Automobile, Telecom, Steel and IT.
Along with these industries fitness industry is making move in its own way. Many people are
looking at it as a career option. The report includes and provides in depth information about how
people perceives their view about the course, which are most important factors affects in
selection of the course, which are the important factors that one would like to see in trainer. The

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collected primary data also provides information about various players in the market, about
promotion strategy of the company and about client tie-up with the company.
In Pune city, the average professionals are becoming health conscious and feeling the need to get
into fitness regime, although they are having various right places to go they do not have the right
people to them and so this is the place where opportunity lies. Many professionals from IT
industry, corporate world are waiting for gym with well equipped trainer. So, creating educated
and qualified personal trainers through certification is one of the primary needs of the fitness
industry.